Chrysler Group CEO Sergio Marchionne may have a name problem that extends beyond people constantly mispronouncing his surname.
The always demanding and enigmatic Chrysler and Fiat boss seems to be pondering Shakespeare's iconic question — "What's in a name?" — as he considers the monikers of the first two Chrysler Group vehicles to be based on a Fiat platform.
The automaker still has not publicly revealed the name of its new Dodge compact sedan, which is set to get its official unveiling in January at the Detroit auto show.
For over a year, industry pundits and insiders had insisted that the compact Dodge would be called the Dodge Hornet, in homage not only to the well-received 2006 concept car that carried the name but also to an ancestry of vehicles stretching back 60 years to the original Hudson Hornet.
Last week, Dodge brand head Reid Biglund told reporters, "Hornet will not be the name" of the new compact. Indeed, according to the Chrysler-centric Web site allpar.com, Chrysler Group trademarked four names on Oct. 21: Hornet, Dart, Duster and Camber. Only the Camber name has not been used previously on a production vehicle.